Peloton and Hilton Team Up for “Industry-First” Hotel Partnership

By the end of the year, nearly 5,400 hotels will be equipped with a bike

A person riding a Peloton Bike in a Hilton hotel with a branded water bottle in the holder
Peloton Bikes are coming to a Hilton near you.

If you’re still wondering whether or not a Peloton bike is worth buying, there’s good news for you on the horizon, as you’ll soon be able to try them anytime you stay at one of the thousands of Hilton hotels.

On Tuesday, Peloton announced a partnership with the hospitality brand that would see nearly all 5,400 U.S. properties across its 18 brands equipped with at least one Peloton Bike by the end of the year — a move that Hilton is touting as an “industry-first.” Further, Hilton Honors members will soon be on the receiving end of related perks, including a free 90-day trial subscription to the Peloton app.

“We recognize the importance for our Members to maintain their wellness routines while on the road, with data showing over 1.6 million Peloton rides completed globally on Peloton Bikes in hotels in the past year,” Betsy Webb, a global vice president at Peloton, said in a statement. “So, we are thrilled to be working with Hilton, allowing us to meet the needs of our current Members, while also enabling potential new Members to experience Peloton for the first time.”

According to a Hilton survey,  98% of Americans prioritize wellness activities while on the road and another 90% of current Peloton Members report they are more likely to stay at hotels with Peloton Bikes.

But, as The Points Guy points out, there have been other fitness crossovers in the hotel space — Equinox even has its own hotel in New York City. That said, this partnership is a pretty huge lift for both brands. Not only will it significantly elevate the Hilton gyms, where the bikes will be placed, it serves as a lifeboat for Peloton, who halted production at the onset of the year as consumer demand waned. Just four months ago, it announced intent to cut 20% of its workforce and to raise the subscription for Peloton users to $44 a month.

“As we discussed last quarter, we are taking significant corrective actions to improve our profitability outlook and optimize our costs across the company. This includes gross margin improvements, moving to a more variable cost structure, and identifying reductions in our operating expenses as we build a more focused Peloton moving forward,” Chief Executive Officer John Foley said in a statement in January. Hilton, it would seem, is the next one up in that series of significant corrective actions.


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